Deals closed 30% faster

What was not working

Every trial went to a sales representative who had no idea what the account had done inside the product. The first call was spent asking questions the product could already answer, and decisions waited for a second call.

What we did

1. 01Sent product events into the CRM, so the first call starts from what the account actually used.
2. 02Scored accounts by the actions that precede a purchase and routed the strong ones first.
3. 03Prepared a one page summary for each call, generated from the account activity.
4. 04Replaced the generic follow up with a short note referring to what the account tried.

Published with written permission from the client, who asked not to be named. That is why the business is described by industry and location rather than by its name, and why every number here carries the system it came from.